Part 3: Quantifying the potential impact of your packaging innovation
Changing your packaging is not an insignificant task and carries some risk. Consumers become accustomed to branding and changing how your package looks can actually hurt recognition, or even turn them off to your product. Likewise, functional or material changes can impact the consumer experience. Therefore it is important to test changes to your packaging to ensure that the changes improve recognition and convince consumers to choose your product over the others.